In 2011, mobile messaging became the centerpiece of a campaign designed to drive tune-in and build audience loyalty for the series, Pretty
Little Liars (PLL), a show based on series of novels about four teenage girls and their “missing” friend, Alison, who seems to be mysteriously sending the girls ominous text messages
“from the grave.”
To engage viewers, ABC Family developed a text campaign prompting fans to opt-in to receive exclusive text messages from “A” along with
weekly video sneak-peeks of upcoming episodes. These “A” texts not only promoted upcoming episodes, but were written in the voice of “A” and resulted in 20% audience engagement
and a six-figure mobile subscriber database.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in New York on
October 1,
2012